They are ruinous, excessive and damaging people’s health in ways they never imagine

Tam Fry, spokesman for the National Obesity Forum

“Krispy Kreme’s marketing has obviously been very successful and they used their popularity in America to help make it bigger over here. It is trendy and fashionable and people want to be involved. They may well advertise the calories, but they are not advising the harmful effects refined sugar can have.”

However, Judith Denby, the chief marketing officer at Krispy Kreme UK, said: “As a brand, we are all about occasional treats.

“On average, customers visit once every other month.

“Nutritional information on all products is available in-store and on our website to help inform customers’ choices.”